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    Integrated Marketing Communication Integrated Marketing Communication

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    nidhid
    Gillette held a bake-off competition between its incumbent agency BBDO and another agency Ames to develop a new advertising campaign for its Dry Idea antiperspirant brand. [1] The bake-off lasted 6 months and included four phases of brand orientation, independent work, and testing of ad campaigns. [2] Based on recall and sales messaging rankings, it appears the "Never Never" campaign from Ames may have won the bake-off competition. [3] Holding the bake-off was an appropriate decision for Gillette to address Dry Idea's problems and help motivate BBDO to improve, while also allowing Gillette to evaluate other agency options.

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    Integrated Marketing Communication Integrated Marketing Communication

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    nidhid
    42 views4 pages
    Gillette held a bake-off competition between its incumbent agency BBDO and another agency Ames to develop a new advertising campaign for its Dry Idea antiperspirant brand. [1] The bake-off lasted 6 months and included four phases of brand orientation, independent work, and testing of ad campaigns. [2] Based on recall and sales messaging rankings, it appears the "Never Never" campaign from Ames may have won the bake-off competition. [3] Holding the bake-off was an appropriate decision for Gillette to address Dry Idea's problems and help motivate BBDO to improve, while also allowing Gillette to evaluate other agency options.

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    Gillette held a bake-off competition between its incumbent agency BBDO and another agency Ames to develop a new advertising campaign for its Dry Idea antiperspirant brand. [1] The bake-off lasted 6 months and included four phases of brand orientation, independent work, and testing of ad campaigns. [2] Based on recall and sales messaging rankings, it appears the "Never Never" campaign from Ames may have won the bake-off competition. [3] Holding the bake-off was an appropriate decision for Gillette to address Dry Idea's problems and help motivate BBDO to improve, while also allowing Gillette to evaluate other agency options.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    42 views4 pages

    Integrated Marketing Communication Integrated Marketing Communication

    Uploaded by

    nidhid
    Gillette held a bake-off competition between its incumbent agency BBDO and another agency Ames to develop a new advertising campaign for its Dry Idea antiperspirant brand. [1] The bake-off lasted 6 months and included four phases of brand orientation, independent work, and testing of ad campaigns. [2] Based on recall and sales messaging rankings, it appears the "Never Never" campaign from Ames may have won the bake-off competition. [3] Holding the bake-off was an appropriate decision for Gillette to address Dry Idea's problems and help motivate BBDO to improve, while also allowing Gillette to evaluate other agency options.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Nidhi| Dangi-

    2021 PGPBL02PGPBL0214
    Integrated Marketing
    Communication
    Gillette Dry Idea B

    1
    1 . Comment on the bake-off assignment and implementation plan followed by Gillette?

    Bob Forman opted to enlist the help of a second firm, Ames, after receiving a reference from Carol marketing vice
    president. Details of the bakeoff proposal were developed and delivered to BBDO and Ames in nearly identical letters.
    The bake-off challenge (Background)
    - Reaffirmed Gillette's commitment to the product
    - Recapped Dry Idea's form extension work to date
    - Emphasized the need of resolving the brand's creative dilemma
    - Emphasized the importance of understanding the advertising consequences of planned new form releases when
    developing a brand personality.
    - Stressed the importance of taking into account the advertising consequences of anticipated new form

    (Agenda, to be done by March, 84)


    - Create a game-changing advertising campaign
    - Create a comprehensive strategic business plan
    - Create a compelling contender for idea testing in solid form.

    Gillette has remedied the three key difficulties they had with their BBDO assignment, in my opinion, with the
    background of "Gillette Dry Idea (A)."
    - A lack of strategic direction; as a result, the agencies have been required to prepare a strategy
    - Because the market share of roll-ons was decreasing, they ordered the agency to create an advertisement for solid form
    extension.
    - There is no successful product advertisement in the market; as a result, they have asked the agencies to create a creative
    and effective campaign.

    The implementation plan, which was followed by the Gillette Bake-off plan, lasted six months, from April 1984 to
    April 1985, and went through four major phases.
    - Brand orientation for bake-off contestants' agencies
    - Separate agency submissions to Gillette, followed by cooperative resolution of copy test design concerns
    - Independent BBDO and AMES work on the task.

    The following are some thoughts on the implementation plan:


    - Both BBDO and Ames designed similar brand orientation programmes. Because Ames was a new agency involved for
    the first instance, the orientation strategy should have been more comprehensive and extended in order to allow them to
    function at their best. The Ames' quiet and authoritative attitude to campaign creation is most likely due to a lack of such
    orientation.
    -The campaigns of the two agencies needed to be compared, and new test vehicles were proposed by the agencies.
    Gillette, on the other hand, sought to compare them using test vehicles for which scores or former dry concept ads were
    accessible. When it came to form extension, that might not have been the best choice.

    Twin Balance Sheet problem was a term coined by former Chief Economic Advisor in his annual Economic Survey of India
    2016-17. It refers to the tampered connection between the balance sheets of corporate businesses and the banks that lend to them.

    2
    2. Based on the case facts, Exhibit 3,4 & 5, who won the bake-off? Justify

    Let's compare the campaigns on several factors, with rank 4 being the highest and 1 being the lowest.

    Get Body At Work Never Never Spokesman


    Together
    Related Recall 2 1 3 4

    Sales Message 2 1 3 4
    Recall
    Audience 3 3 4 Not Available
    Reward

    Audience Reward information is not available for the "The Spokesman" Campaign.

    Based on the rankings, it appears that Spokesman may have won if it had been included on the list.

    However, if it were merely used as a guide and the three new campaigns were being judged, “Never Never” would
    most likely win the bake-off.

    3. How would Gillette-BBDO relationship be impacted? Was the bake-off decision an appropriate
    for the Dry Idea problem? 

    The connection between Gillette and BBDO would benefit, in my opinion, for the following reasons.

    - After so many years of working with Gillette, BBDO has become complacent in its approach. This would have
    signalled that failure to perform would result in the loss of the Dry Idea product account and Gillette's trust, and so
    they had begun to take things more seriously.

    - Gillette had the opportunity to see if bringing in another firm would result in a more effective campaign. If BBDO
    wins this bake-off with a superior campaign and approach, Gillette will have more faith in their abilities than they
    did before.

    BBDO has a lengthy history of working with Gillette (almost 25 years). They have a good understanding of the
    company and its products; nonetheless, despite their best efforts, campaigns do not always work. As a result, they
    should have been given another chance.

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